Co-directors Dr. Melis Senova and Cam Incoll approached A Friend of Mine to generate a name and identity for their strategic thinking company which offers lateral thinking and design solutions to corporate clientele. The name ‘Huddle’ reflects the motivational injection of their work, mirroring the verve, and rejuvenation they bring to their clients' business. The brand identity reinforces this concept drawing inspiration from a bird’s eye view of a human team ‘huddle’. Eight ‘H’s’ connect in a circular fashion to form a ‘huddle’, with the internal negative space creating a star. Huddle design now boast an impressive list of clients such as Optus, Telstra, Westpac, Medibank, ANZ, Australia Post, City of Melbourne and more.